Northern Lights

Digital PR

Northern Lights had plenty of expertise to shout about, but its media presence was largely limited to existing industry relationships. We set out to change that, turning the team’s knowledge of luxury lighting and interiors into stories journalists actually wanted to cover. From emerging design trends to sleep and wellbeing, our Digital PR strategy helped put Northern Lights in front of new audiences, earn high-quality coverage and strengthen its organic search visibility.

The Challenge

Prior to working with Evoluted, Northern Lights had never invested in Digital PR as part of its strategy, so we had to start afresh with a new approach as part of our wider organic search campaign.

Although the client had an existing media relationship with key industry publications, its media presence was largely concentrated within these existing relationships.

We needed to provide authority for the luxury lighting brand in relevant, prestige publications. However, the challenge was finding stories that journalists would genuinely want to cover without them feeling overly promotional.

How did we approach it?

As the brand operates within quite a niche industry, we knew we had to capitalise on the team’s strong interior design expertise, while also finding opportunities to branch out into other relevant areas.

We focused on interior design-led stories and expert commentary, while exploring related topics such as sleep and wellbeing to reach a broader range of publications. Alongside this, we outreached company news to relevant design, trade and local media, creating a varied strategy that combined planned campaigns, reactive opportunities and company news and local PR.

What work was delivered?

We delivered a mix of Digital PR activity that allowed us to get Northern Lights in front of audiences beyond their paid media partnerships.

We tapped into emerging interior trends, including NeoDeco and biophilic design, using the team’s expertise to secure coverage in publications including Homes & Gardens and Livingetc. We also explored wider topics such as sleep and wellbeing, which helped us land coverage across major UK and international press.

Alongside this, we regularly outreached company news, new collections and business updates to relevant trade, design and local press, securing further coverage in titles including Lighting in Architecture magazine, The Lighting Industry Association and Derbyshire Times.

This gave us a good mix of national, lifestyle, interiors, trade and local coverage, while introducing the brand to publications they hadn’t previously worked with.

What results were achieved?

Our Digital PR efforts secured coverage in high-profile media like Homes & Gardens, Livingetc., MSN, Yahoo, RTÉ, and The Lighting Industry Association, boosting Northern Lights' authority in the luxury and hospitality lighting sector.

A key success is the website's 'Hotel Bedroom Lighting Trends 2026' article. It now ranks #1 for 'hotel bedroom lighting specialist' and appears prominently in AI overviews after gaining authority from backlinks in two Homes & Gardens trends pieces, reinforcing our core SEO strategy. During our collaboration, our digital PR efforts delivered a consistent stream of coverage and links, averaging a total of 5.4 press features a month.